Archive for the ‘India’ Category

Stop Marketing, Start Elevating

Friday, January 30th, 2015

Elevate

This article was written by Kevin Roberts, Executive Chairman of Saatchi & Saatchi Worldwide, and first published in The Hindu Business Times.

The next five years will throw a lot of cold water on marketers, waking them up to a burning challenge. At the heart of it is a global tech-fuelled surge of power from brands to people, and today it is sweeping through a younger, assertive hooked-up India.

The wave of Indian connectivity and empowerment blows my mind. According to IAMAI/BCG, India will have 550 million Internet users by 2018, with internet users in rural areas touching 210 million. Online video consumption has doubled in two years. Around two-thirds of Indians are sharing videos on mobile. Mobile Internet is a monster – India is the fastest growing mobile phone market in the world. Next year it should pass the US to become the second biggest smartphone market, after China. Online retail and e-commerce, too, are on a tear.

India is rushing toward a future of networked aspiration and brand expectation. There are some first responses. Marketing in digital is getting more purpose-driven, video content-focused and regional-/ local- / personal-orientated. The rise of the bottom of the pyramid is on the radar. Offline shopping is becoming more experiential, and retail is off on the journey to create an omnichannel experience for people.

Evolved consumer markets such as the US signpost the winning road in this future. Tech-drunk “screenagers” have gained instant power to assess, ignore, compare and switch brands, and expectations of brands are on the rise. In emerging markets, the same happens, just faster! New consumers accelerate up and right off the brand curve.

Read the full article here

Where Are the Advertising Industry’s Billionaires?

Thursday, January 29th, 2015

Praveen Kenneth

Praveen Kenneth, co-owner and Chairman of L&K Saatchi & Saatchi India, asks “where are the advertising industry’s billionaires?” and reflects on the advertising industry’s need for a more sustainable business model. The Op-Ed by Praveen first appeared in The Economic Times.

Norman Vincent Peale shares a now famous conversation he had with billionaire JC Penny, who was ninety-­five years old, on his Philosophy of Problem. Apparently JC replied, “Well, Norman, actually I’m grateful for all my problems. As each of them was overcome, I became stronger and stronger, and more able to meet those yet to come. I grew on my difficulties.”

Difficulties. That’s a great place. The world of advertising is a difficult business. But I have wondered that for all the difficulties an agency owner goes through, I haven’t come across billionaire ad agency owners, barring just two of them globally.

Millionaire ad agency owners? Yes, quite a handful. But billionaires? Where are they? The advertising world’s Zuckerberg, Jobs, Buffet have been missing.

For the world’s second oldest profession, it’s not an inspiring ad.

Surely a “something to think about” reflection for anyone who is considering starting an ad agency. I am yet to come across any serious minded
enterprise that was started to stay little.

Let’s not forget, advertising is all about a big idea that drives a big shift using big data. Somewhere it seems to have missed the real big money.

I haven’t found the answer, and I have stopped searching for one.

This article is not about ideas. It’s about the missing money in this beautiful ideas business called advertising

Read the full article here

Feature image source: flickr/Leo Reynolds

Digital L&K Saatchi & Saatchi Appoints Ashith Ballal & Divyesh Swamikutty As CDs

Tuesday, January 20th, 2015

Ashith and Divyesh

Digital L&K Saatchi & Saatchi strenghtens its creative team with the appointment of Ashith Ballal and Divyesh Swamikutty as Creative Directors operating from the Mumbai office.

“Ashith comes from a digital and film making background and he brings with him great storytelling skillsets. Divyesh is one of the early pioneers of digital in India with lots of experience working across difficult markets and in start-up environments. They bring a fresh perspective to our creative team and will help raise the standard of creativity at Digital Law & Kenneth Saatchi & Saatchi and play an invaluable role not just for our clients but also for the agency,” said Anil Nair, CEO of Digital L&K Saatchi & Saatchi.

Read the full announcement at Campaign Brief Asia

Category: India, New Hires

Snehasis Bose Joins L&K Saatchi & Saatchi As SVP, Planning

Friday, January 9th, 2015

Snehasis Bose

L&K Saatchi & Saatchi has appointed Snehasis Bose as senior vice present, planning. In this role, Snehasis will drive the growth for brands and business from the agency’s New Delhi office and lead inspiring initiatives that are national. Snehasis has a career spanning 18 years, working with DY Works, PQR Mumbai, Publicis Ambience, McCann, JWT Kolkata, Bates Kolkata and Contact Advertising.

“We have been looking forward to strengthening our core competence, the strategic and knowledge discipline at L&K Saatchi & Saatchi. Snehasis fits in snugly into our culture which marries creative planning with business results,” said Sandhya Srinivasan, chief strategy officer and managing partner, L&K Saatchi & Saatchi.

Snehasis said, “Challengers, upstarts, cannot-be-explained, winners are some of the adjectives I had heard about L&K Saatchi & Saatchi. And then they offered me an opportunity to experience this befuddling combination from the inside. I said ‘Yes!’”

Feature image source: flickr/sierraromeo

Category: India, New Hires

Digital L&K Saatchi & Saatchi’s ‘Haul of Fame’

Thursday, July 10th, 2014

Digital L&K Saatchi & Saatchi

Digital L&K Saatchi & Saatchi has been leading the digital curve in India through some truly innovative, path-breaking and insightful work over the past 6 months. They have been breeding this culture of creativity through the in-house ideas incubation lab, and the results are for everyone to see, with a rich haul of metals across the world’s most prestigious award shows.

The campaign that brought in most of these metals is “Half Stories – The Journey of Doing Right”, for Tata Capital, winning a Gold at the Communicator Awards, New York; a Bronze at the Tambuli Award for Social Good, Philippines; 3 metals at the Campaign India Digital Crest Awards; 6 metals at Abby’s, Goafest 2014, including the only Grand Prix awarded in Digital; and 2 metals at the Indian Digital Media Awards!

Anil Nair, CEO of Digital L&K Saatchi & Saatchi, says about this campaign that combined creativity with storytelling “It was a crowd sourced, live action, social media reality show that travelled all the way from Dharamsala to Guwahati, across North-India. All through this serendipitous ride, we discovered Half Stories of fortitude, courage and hope. We then invited people to participate in making the “Half Stories” of these courageous people complete by donating or supporting the cause on their social networks. The idea was to inspire people to ‘Do Right’ by demonstrating the effect of philanthropy first hand. That’s a true Lovemark.” Find out more about this campaign here. Find out more about the other stories at www.doright.in.

“The ‘Do Right’ initiative is a key initiative for Tata Capital and our aim through the initiative is to help propagate the philosophy of ‘doing right’ by inspiring people to do right, provide platforms to doing right and doing right ourselves,” said Veetika Deoras, Head Brand Marketing, Corporate Communication and Digital Vertical, Tata Capital. “’Half Stories’ is a platform that allows us as ordinary people, to get connected with simple stories of simple needs of other people and together script a happier end. It is about two halves, which ordinarily would have never met, meeting. We are deeply encouraged by this recognition and support.”

Digital L&K Saatchi & Saatchi has also been recognized for its campaigns for Idea Cellular & Morphy Richards. To celebrate 5 million Facebook fans, a app was created that would generate personalized tunes based on every individual’s unique mobile number – a truly unique digital gift for loyal fans. The app won a silver at CIDCA in the Apps category, and a Gold at Abby’s, Goafest, for Best Use/ Integration of Music. View the video here.

For Morphy Richards, in order to promote ‘smart ideas for your kitchen’ concept, an innovative banner was created which blended all articles on that webpage toshowcase Morphy Richards range of blenders. This got a Bronze at CIDCA, in the Display category, and a shortlist at Abby’s, Goafest.

With clients supporting compelling and engaging campaigns, the team at Digital L&K Saatchi & Saatchi is all poised to push ‘creativity in action’ even further.

Category: Awards, Digital, India

Digital L&K Saatchi & Saatchi Wins At The Indian Digital Media Awards

Thursday, June 19th, 2014

Indian Digital Awards

The ‘Half Stories’ campaign, which has so far picked up 11 awards from various, prestigious bodies (including the Grand Prix at Goafest 2014), has added more metals to its list.

At the recently concluded Indian Digital Media Awards 2014 (IDMA), ‘Half Stories’ was awarded Silver in the ‘Best Benchmark Content/Branded Content’ category and Gold in the ‘Best Integrated Media Campaign – Social Cause’ category.

‘Half Stories’ was a campaign that got people to participate in and experience Tata Capital’s brand promise of ‘We only do what’s right for you’. A result of Digital L&K Saatchi & Saatchi and Tata Capital’s collaborative efforts, ‘Half Stories’ was a unique initiative of half finished video stories that (1) drew people in due to its incomplete nature and (2) gave them an opportunity to complete the stories through online monetary contributions or through social sharing.

Through this 24×7 live, online campaign, our ‘Do Righter’ Pankaj Trivedi undertook a 2000km bike ride across India to find and film everyday stories of everyday people living in the remotest parts of the country. These films with suggested solutions were made into webisodes that were uploaded on a dedicated website and promoted using social media, blogs and PR. The site also had a payment gateway for online donations. A true example of social media used for social good!

Category: Awards, India

Digital L&K Saatchi & Saatchi Earns Good Karma at the UA&P Tambuli Awards 2014

Wednesday, June 11th, 2014

Half Stories

The ‘Half Stories’ campaign created for Tata Capital stood out in the Advocacy category in the Tambuli Awards, where campaigns like ‘Smart Txtbks’ and ‘#RebuildPH’ gave it tough competition.

‘Half Stories’ recently picked up 6 awards at Goafest 2014, including a Grand Prix. And this adds another feather to the hat.

This was a campaign that got people to connect with and participate in Tata Capital’s brand promise of ‘We only do what’s right for you’. A result of Digital L&K Saatchi & Saatchi and Tata Capital’s collaborative efforts, ‘Half Stories’ is a unique initiative of half-finished video stories that (1) drew people in due to its incomplete nature and (2) gave them an opportunity to complete the stories through online monetary contributions or through social sharing.

Through this 24×7 live, online campaign, our ‘Do Righter’ Pankaj Trivedi undertook a 2000km bike ride across India to find and film everyday stories of everyday people living in the remotest parts of the country. These films with suggested solutions were made into webisodes that were uploaded on a dedicated website and promoted using social media, blogs and PR. The site also has a payment gateway for online donations.

The Asia-Pacific Tambuli Awards honours Social Good Marketing that Delivers Results. A Tambuli is a native horn, symbolizing authentic effectiveness in its ability to clearly transmit sound to distant places. It stands for marketing communicators who create and deliver messages focused on results that build long-lasting value for their organization, markets and stakeholders, and for the good of the society.

More ‘Half Stories’:

Raghurajpur Artists

Koshish School for the Deaf, Mumbai

School kids in Manali

School on the Indo-Nepal Border

Carpenter-Turned Didgeridoo maker, Rishikesh

Category: Awards, Digital, India

Digital L&K Saatchi & Saatchi Win Grand Prix at Goafest 2014

Monday, June 2nd, 2014

Digital L&K
Source: afaqs!

Following it’s recent win at the 20th Annual Communicator Awards, Digital L&K Saatchi & Saatchi’s campaign ‘Half Stories – The Journey of Doing Right’ for Tata Capital has been awarded the Grand Prix in Digital at Goafest 2014. In addition, the campaign was awarded Gold for ‘Online Integrated Campaign’ and Bronze for ‘Brand Film Created for Internet / Video / YouTube’, and Digital L&K Saatchi & Saatchi scored Gold for ‘Idea M-ID’ in the category of ‘Best Use or Integration of Music’.

‘Half Stories’ is a campaign that got people to connect with and participate in Tata Capital’s brand promise of ‘We only do what’s right for you’. A result of Digital L&K Saatchi & Saatchi and Tata Capital’s collaborative efforts, ‘Half Stories’ is a unique initiative of half finished video stories that (1) drew people in due to its incomplete nature and (2) gave them an opportunity to complete the stories through online monetary contributions or through social sharing. Read more about the campaign here.

Category: Awards, Digital, India